A consumer engagement initiative has been rolled out in about 60 cities, across 13 states, inviting people to share creative ideas on how to make serious moments exciting.

Holi, the festival of colours is around the corner, and Fanta, the fruit-flavoured beverage brand from Coca-Cola India, has decided to use the occasion to have some fun. It has announced the launch of the 'Fanta - Funmasters Hunt', a consumer engagement initiative, which will be rolled out in over 60 cities, across 13 states in the country.

Through this initiative, consumers will get the opportunity to win cash prizes worth Rs 4,999 everyday, and a grand cash prize worth Rs 5 lakh for presenting ideas on how to have fun and be less serious. The initiative, which will take off on February 15, will continue for a period of 34 days, and end on March 20.

'What will you do to make certain serious moments fun and exciting?' Well, that's the question that invites responses from consumers who wish to participate. All they need to do is to send in their creative responses to the question by calling the toll free number (1800-103-8888), and register their response through an Interactive Voice Response System (IVRS). The consumer with the most creative and interesting response will be adjudged the country's Ultimate Funmaster, and will be awarded a cash prize worth Rs 5 lakh.

Discussing the initiative, Srinivas Murthy, director, marketing, Coca-Cola India, says, "Through the initiative, we aim to bring out the fun-loving instincts and the playful attitudes of the present generation, and to encourage them to instil joy and fun into life's serious moments. Spurred on by the favourable responses to our past initiatives such as 'Fanta - Sip A taste of Friday', we took the decision to launch this initiative."

Apart from leveraging mass media, the integrated communication programme is also being supported by a range of initiatives, including out-of-home (OOH) media, on-the-ground activities, radio spots, and point-of-sale merchandise.